In Focus: The COVID consumer – how fashion shopping is being changed for good

The nation’s fashion stores are on lockdown and, while that has had a devastating effect on sales, it hasn’t stopped them altogether. But what it most certainly has done is change consumers’ behaviour in ways that will endure long after COVID-19 has been conquered.

We surveyed 2,000 nationally representative shoppers just after lockdown began to ask them whether they had purchased any fashion online and whether they intended to do so, plus, given time time reflect, how would this enforced abstention from physical shopping change their behaviour?

The results are contained in this exclusive report along with insightful commentary to help brands and retailers understand the consumers psyche at present, with responses helpfully broken down by demographic, and how consumers want brands to behave once this is all over.

Key findings include:

44% of 16-24 year olds have already bought fashion during lockdown, along with 40% of 25-34 year olds

18% of over-55s said they intended to buy fashion during lockdown, but when asked if they could be persuaded to do with a discount, 55% said yes

59% of 16-24 year olds continue to follow fashion brands on social media, while 18% have stopped

43% of consumers of all age groups said they would be more likely to support brands post-lockdown who had treated their staff well